promoted pins: making them work for your brand by lorraine goldberg

#SocialPro #15b

@VoraciousGirl

How To Effectively Advertise On Pinterest

Promoted Pins: Making Them Work For Your Brand

#SocialPro #15b

@VoraciousGirl

§ Brand Awareness (CPM) §  Top Placements §  Audience Targeting § Traffic (CPC) §  Search, Interest Feeds § Engagement (CPE)

§  Repins

Types of Advertising On Pinterest

#SocialPro #15b

@VoraciousGirl

Pinterest is not your traditional social advertising § Pinners Are Planners § Reach Pinners Via Many Ways §  Repins §  Feeds §  Search § Discovery Tool/Intent

§  Search vs. Social

Rule #1: Understand Pinterest

#SocialPro #15b

@VoraciousGirl

§ Set Your Goals § Research on Pinterest § Build Creative Assets § Activate Campaign § Multi-Variate Testing § Optimize § Measure

Build An Effective Campaign

#SocialPro #15b

@VoraciousGirl

§  Imagery § Pin Descriptions §  Meaningful not just promo-language. §  Use evergreen language/keywords § Know what’s already popular on

Pinterest

Content Strategy Is Key

#SocialPro #15b

@VoraciousGirl

§ Seasonal § Holiday § Evergreen

Optimize Types of Content/Pins

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@VoraciousGirl

Descriptions

§ Offer Value § Tips/Info §  Integrate

Keywords

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@VoraciousGirl

Imagery

§ Bright, Colorful Images

§ Avoid Stock Photography

§ Attainable & Inspirational

#SocialPro #15b

@VoraciousGirl

§  Imagery § Pin

Descriptions

Test & Optimize

Highest CTR: .71% RPR: .91%

#SocialPro #15b

@VoraciousGirl

§ Do You Always Need A Text Overlay?

Using Text Overlays CTR: 1.09% RPR: 1.54%

CTR: .51% RPR: .78%

#SocialPro #15b

@VoraciousGirl

§ Do You Always Need A Text Overlay?

Using Text Overlays CTR: .49% RPR: .48%

CTR: .99% RPR: .92%

#SocialPro #15b

@VoraciousGirl

§ Repins! Repins! § During Campaign:

111K § Post Campaign:

29K

Value of Repins (CPC Campaigns)

[PERCENTAGE]

[PERCENTAGE]

Clicks To Recipe

Paid Clicks Earned Clicks CTR: 1.47% RPR: 1.12%

#SocialPro #15b

@VoraciousGirl

§ Use Best Performing Paid Pins on Your Pinterest Channel.

§ Create New Campaigns Using Best Performing Keyword Targeting, Images & Descriptions.

Apply Learnings

#SocialPro #15b

@VoraciousGirl

§ Campaign Measurement § Repins §  Impressions § Conversions

Your pins don’t end when you campaign ends! Continue measurement post campaign to garner full effect/ROI!

Measurement Strategies

#SocialPro #15b

@VoraciousGirl

THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!